A stubborn past: Sexism and stereotypes in television advertisements of modern Spain

“¿Quieres decir que una mujer puede abrirla?”

A stubborn past: Sexism and stereotypes in television advertisements of modern Spain

by Emily Abbey

Before the death of Francisco Franco in 1975 and the transition to a more democratic government, Spain was a very conservative and religious society, and women were often treated as second-class citizens, having no rights and little choice for how to spend their lives. Generally accepted attitudes of sexism meant that women were represented in the media in a way that perpetuated their role as the wife, the mother, and the inferior.